An Optimal Electricity Consumption Model in Iran: Identifying and Explaining Cultural, Social, and Value-Based Variables through a Qualitative Thematic Analysis Approach

Abstract

This study aimed to identify and explain the cultural, social, and value-based variables influencing optimal electricity consumption and to develop a context-sensitive model appropriate to Iran’s sociocultural conditions. This applied qualitative study employed thematic analysis. The participants comprised 16 experts in energy management, the electricity industry, cultural and social sciences, university faculty members, and managers and specialists from electricity distribution companies. They were recruited through purposive and snowball sampling until theoretical saturation was achieved. Data were collected through semi-structured interviews lasting approximately 30–45 minutes. The interviews were recorded, transcribed verbatim, and analyzed using Braun and Clarke’s six-phase procedure: familiarization with the data, initial code generation, theme development, theme review, theme definition and naming, and report production. Trustworthiness was established using Lincoln and Guba’s criteria, expert review, member checking, detailed documentation of analytical decisions, and independent coding. The inter-coder agreement calculated using Holsti’s coefficient was 86%, indicating satisfactory coding reliability. The analysis generated five overarching themes: cultural values and beliefs influencing optimal electricity consumption; norms and socialization processes supporting responsible consumption; cultural and social intervening factors; cultural and managerial strategies for promoting optimal consumption; and culturally grounded consequences of efficient electricity use. Religious and ethical values, intergenerational responsibility, environmental concern, national identity, family socialization, formal education, media engagement, and social role modelling were inferred to strengthen energy-saving behavior. Conversely, conspicuous consumption, luxury orientation, institutional distrust, entrenched routines, discrepancies between beliefs and actual behavior, and resistance to change impeded optimal consumption. The model further indicated that energy literacy, daily conservation practices, peak-load management, efficient technologies, equitable energy governance, progressive tariffs, and targeted incentives and penalties should operate synergistically rather than independently. Sustainable optimization of electricity consumption requires an integrated sociocultural model in which value and norm transformation is coordinated with continuous education, citizen participation, institutional justice, effective governance, economic instruments, and energy-efficient technologies.